Tracking the footprint of the digital consumer: A global benchmark for consumers' habits across web, mobile, GPS locations and social media

This paper provides practical advice for market researchers who feel overwhelmed by the amount of  data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.

Tracking the footprint of the digital consumer: A global benchmark for consumers' habits across web, mobile, GPS locations and social media

Maria Domoslawska, Heather Dougherty and Mark CanadaResearch Now, Experian Marketing Services and nGame

Introduction

The purpose of this paper is to provide practical advice on how to establish a new paradigm for yourself and for your clients using traditional research methods, as well as the newest set of metrics from different platforms and devices.

Context

Historically, market researchers would plan a study design and decide what data to collect, as well as how to...

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